Twitter, the most visited micro-blogging social network has finally launched their own ads program with the name of "Promoted Tweets" this Tuesday. It was a much awaited addition for the social media giant with user base of millions. However it took the company a little longer to cash the huge volume of traffic on their network.
The new program will allow businesses and advertisers to promote their tweets by sending their promoted messages in the regular tweet streams. These tweets will be shown on top of the contextual searches made by the users. Thus the promoted tweets will be an organic part of the whole network. These tweets will be labeled as "promoted" with a different background color and usually include a link to the promoted site or product. These tweets can be purchased by the advertisers on CPM basis.
Like any other tweet, users will be able to reply, re-tweet and bookmark these promoted tweets. The success of an ad depends on the liking or ‘resonance’ of the tweet by the user base. Thus, the better a tweet 'resonate' with the users, the better ranking it gets. Those tweets which do not get enough response from the users will eventually be removed. Thus users get to decide and promote these tweets.
Twitter is planning to extend these ads to third party applications if the initial phase returns acceptable results. There is also a possibility that the highly ranked promoted tweets are shown in the timeline of regular users. Thus the advertising companies can extend their messages to even those who don't search for it directly.
However the success of this new network is uncertain as many believe that those who wish to get updates from their favorite companies or individuals are already following them. Some fear that the promoted tweets in their timeline will increase noise. Certainly, the ads network needs to mature fast to provide a clean environment to the users.
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